Reaching specific consumer groups is related to taking under consideration their preferences and consumption style. Depending on the market we are interested in, we will have to adjust the type of communication that is addressing the clients. The Swedes are a specific group of consumers who invest in products and services following a slightly different criteria than, for example, the Poles.
Consumption in the Scandinavian countries is much more thoughtful. Due to economic differences, Swedes can afford to purchase in a more responsible manner, in line with their values and ideological orientations. So how do the Swedes buy?
Innovation is the key
Swedes love innovative solutions that use new technologies and are an expression of unprecedented creativity. An example this is the popular Swedish brand Zilenzio, which manufactures products with acoustic properties, such as furniture. Due to the Swedes’ love for this type of projects, most of the businesses that have something completely new to offer will find their place on their market. Swedes appreciate precursors, visionaries and brave entrepreneurs who want to be the first in introducing new products to every kind of industry.
Equality, respect, inclusiveness
The Swedes are an incredibly tolerant nation that pays a lot of attention to changes within behavioral and principled transformations. Due to their highly developed empathy and the sense that everyone is equal, they pay great attention to how brands communicate. When communicating, it is important for Swedes to use an inclusive language, be respectful and tolerant. Symbols and references in brand communication that emphasize their support for sexual or ethnic minorities are very welcomed. Due to Sweden’s commitment to equality, it is also worth paying attention to the visual side of marketing communication. It is important that it does not duplicate stereotypes regarding, for example, gender roles.
Quality not quantity
Swedish consumers pay attention to the quality of the products they buy. Businesses characterized by exceptionally high quality of products and services are highly appreciated. This, because Sweden mainly is a country of minimalists and people who follow trends, but at the same time, who pay attention to sustainability. Swedes purchase products or services that are well thought-out and tailored to both their needs and lifestyle. They prefer to buy fewer products for a higher price and enjoy them for a longer time. It is primarily related to their economic possibilities and a turn towards values, where respect for ecology and employee rights is correlated with life responsibility and a sense of duty.
When looking at how Swedes buy, you need to take into account the above factors, which are the basis of their purchasing decisions. In order to analyze the Swedish consumer market well, it is necessary to follow the current trends, both in marketing and in the society, as this is an area that has a huge impact on the purchasing habits of Swedes.